This past weekend, whilst traveling through Dublin, Ireland, I came across this Burger King advertisement:
It's no secret that the Irish are known for its high rate of alcohol consumption, but since when does this much of an individual's country infiltrate the values of an American company? In the states, Burger King sells itself as being a family and economically-friendly dining choice. No alcohol is sold and many of the ads target children and their appeal to the fast food, such as the one shown below:
On Burger King's company webpage (www.bk.com) they state their business' mission: The original HOME OF THE WHOPPER®, our commitment to premium ingredients, signature recipes, and family-friendly dining experiences is what has defined our brand for more than 50 successful years." Personally, I think that offering Budweiser at a "family" restaurant is extremely ironic, especially when in it's mother country, The United States, doesn't serve alcohol at any of its locations. In America, our culture and values tell us that it isn't acceptable to do so. So where do we draw the line? When does a business think it's acceptable to counter their stated values in the interest of appealing to one culture? When is it alright to go against the company's principles for the sake of making more money? Is it really morally sound to sell alcohol in the same building that children order their Happy Meals? Is this an issue of standing fast to one's morals or is it merely just an example of what lengths various companies will go to in order to make more money?
My family sits down to dinner, as a unit, several times a week, and I know that, during these times, each one of us has certainly enjoyed a glass of wine or a beer. I think the point they are trying to “sell” here is that Burger King is a place like home, where you can sit back and enjoy the luxuries that you could at home. I don’t think it’s meant to promote heathen-like behavior, but rather prove that things can be done in a casual manner. As my mother always said, “anything in moderation.” Most of Europe takes a very different view on alcohol than those in America, and there are certain cultural nuances that differ, as well. The company is simply catering to the audience. If you take a closer look at their menu, you may notice that several menu options cater to the local flair of the region. It is simply a continuation of their cultural brand management.
ReplyDeleteWhile correct that fast food chains in America do not serve alcohol, most other restaurants serve alcohol. Just because those restaurants serve alcohol does not mean they are not family establishments. In fact, most restaurants that serve alcohol also have children's menus. It is interesting that the Burger King's in other countries serve alcohol while the ones in America do not, I find that more of a statement on the United States rather than the other countries. Why don't the Burger King's in America serve beer? On more than one occasion i've heard people wish they could get a beer at a fast food restaurant.
ReplyDeleteI think this advertisement is a good indicator of how different the views on alcohol concumption are America than they are in Europe. I personally do not think that a parent consuming an alcoholic beverage at dinner is at all innappropriate for a "family dining experience". My parents enjoy a glass of wine with dinner nearly every time we eat together. I don't believe that Burger is going against their stated family values by offering beer. However, I know that there are many people in America that would not deem this as acceptable, and I do not think we will ever be able to order a beer at a Burger King in U.S.
ReplyDeleteThis comment has been removed by the author.
ReplyDeleteThis advertisement is a spot on display of cultural differences. Concepts of alcohol consumption indefinitely display a major cultural difference between Europe and America. In Europe you will be hard pressed to find someone who was not raised on having an alcoholic beverage at dinner in the company of their families. I met a family in France who was very outspoken in stating that by having their children grow up having a glass of wine at dinner they were less likely to develop a drinking problem later in life. This is generally not a culturally accepted view in America, which is why I'd assume Burger King not only doesn't sell alcoholic beverages (along with the cost) but I don’t think would even blatantly advertise selling it if they did.
ReplyDelete"When does a business think it's acceptable to counter their stated values in the interest of appealing to one culture?" I don't believe Burger King is "countering their stated values" by serving beer- a beverage which can legally be consumed at the age of 18- in their restaurants. They are supplying a demand. Its as simple as that. If nothing else, this picture is a great display of multi-branded advertising. Burger King, a worldwide staple for hamburgers, and Budweiser, the King of Beers, are joining forces to communicate that, yes, you can buy both incredible products at your local "Whopper Bar." It is really awesome that you noticed this ad. Cultural differences in advertising are significant and interesting. I just can't agree with your assertion that Burger King is sacrificing their morals for more money. In the end, I agree with Allison. This is simply a "continuation of their cultural brand management." Certainly makes me want a beer and a burger.
ReplyDelete